How Amazon’s Customer-Centric Framework Can Boost Hotel Loyalty: New Skift Research
Photo Caption: InterContinental has introduced Smart Rooms in hotels in Beijing and Guangzhou, allowing the room to be controlled through voice commands. IHG Plc
Skift Take
Rather than being paralyzed by the threat of Amazon, let’s actually learn from its successes. Using tech to achieve a more customer-centric approach to brand loyalty is a great place to start.
Amazon’s entry back into the travel industry is a hotly debated topic in the industry. The outcome, however, seems inevitable. We’ve arrived at a stage where the common belief is that Amazon will make a big move into travel at some point, the question is just when it will happen.
Until that time, there are lessons to be learned from Amazon’s operations. The new Skift Research report An Expanded View of Hotel Loyalty Tech 2019 proposes a hotel flywheel framework mirroring Amazon’s Flywheel, to approach brand loyalty in a more customer-centric way.
This framework makes it clear that guest loyalty and loyalty tech solutions go far beyond loyalty program management systems. Let’s start looking at loyalty engines as just one tool in a suite of technology, including customer relationship management systems, booking engines capable of personalizing the booking experience, guest-facing messaging systems and voice assistants, and many more. All these tools can work in parallel t
